Special Events: Tips for Maximizing Your Fundraising Revenue

In the face of a faltering economy, increased needs in services, and diminishing sources of grants and federal funding, organizations that don’t reevaluate their fundraising plans are left struggling. Sometimes, however, the all-too-easy solution is “let’s throw a party!”

While there are many benefits -- increased visibility for your organization, the opportunity to involve a large number of volunteers and donors, and increased revenue (sometimes!) -- fundraising through special events isn’t always easy, nor is it the great panacea for solving the challenges of board, executive directors, and yes, even development directors who don’t like to do personal solicitation. On the surface, finding a location, sending invitations, choosing a caterer, sending invitations, figuring out a program that highlights the organization’s mission and services, and roping in a few sponsorships sounds easy. And sometimes, it is. But it can also be an expensive use of time and resources, and unfortunately, after figuring out all those costs, the return on investment might not be what the organization had hoped for.

In my experience, organizations that integrate special events as a part, not the whole, of its fundraising program, tend to be more successful in raising money overall. Making sure that you’re using your special events as a way to introduce your organization to new donors, following up with likely prospects after the event, and communicating the need for a strong annual fund and eventually a major gifts program to your board is essential.

Diversification in fundraising efforts, as in the stock market, becomes a strategic way to make sure your organization’s financial needs are covered.

Nine Tips for Maximizing Your Special Event Revenue

• Not everyone has to, or wants to be, a worker bee. Create a “working committee” of people close to your organization who will actually make sure the work of planning and executing the special event gets done.
• Create a committee-at-large whose job is to give above and beyond the price of admission, to encourage their friends to attend, and to attend themselves.
• Create giving levels above and beyond the base ticket price and list the donors and their giving levels in the special event program.
• Be sure you keep track of larger gifts and have a plan for following-up with those donors after the event. Have a board member or staff person call them to thank them for attending and gauge their interest in becoming involved in other ways.
• Create different sponsorship recognition levels for corporations or vendors and be sure to feature them prominently at the event. Companies give to be noticed – make sure your organization’s recognition program lets that happen.
• Be sure the event invitation has an option for making a gift, even if the person can’t attend the event.
• Be sure to feature your organization’s mission and services prominently at the event. If your event attracts a number of people who are unfamiliar with your organization, you want them to leave remembering what it actually does.
• Actively solicit donations of goods and services to keep costs down. This can range from food and drinks, decorations, printing, and take-home gifts for your guests.
• Thank everyone – and then thank them again. Making sure people know that their time, their money, and their belief in what your organization does will keep them coming back